Twitter announced yesterday that users will now have more control over conversations containing ads or promoted content: this means that Twitter users will be able to choose who can reply to their tweets and join the conversation.
We’re making it easier for brands to control the conversations they start on Twitter.
Introducing Conversation Settings for Ads:
— Twitter Business (@TwitterBusiness) March 9, 2021
So – how does it work? The new ‘Conversation Settings’ will allow users to choose a target audience – which is split into 3 core groups:
Everyone: this will enable all Twitter users to reply or to engage with your promoted tweet
People you follow: only users you know or are comfortable with can enter the conversation
Only people you mention: the most personalized option out of the 3 – users can create lists of approved users or simply disable people from responding
This new Ad-targeted feature is especially useful for brands or individuals doing paid ads or promoting content on the platform. Spam bots, trolls, and other unnecessary users can now be blocked – allowing only targeted users to engage in the conversation.
Twitter initially launched ‘Conversation Settings’ back in August 2020 to protect its users from unwanted responses; however, the beta-launch did not give users control over their ads or promoted tweets.
Due to high-demand, Twitter decided to extended its capabilities to be more inclusive:
“We have made these capabilities available to our advertisers when they compose Tweets directly through Tweet Composer or through our Ads API. This update will extend the ability to apply conversation settings to Promoted-only Tweets and to those that use our most popular ad formats, in addition to organic Tweets.”
Twitter shared that since launching the new update over “11 million people have applied conversation settings to 70 million conversations”. This indicates that there is a high-demand amongst those doing advertising targeted at defined audiences to promote their content to.
Moreover, this new control will allow brands and individuals to create more authentic and unique content on the platform. Targeted audiences will also allow brands to have more customer-centric conversations – which will add to brand loyalty and trust.